Campaign Summary

KitKat's "Mudik BreakHunt" campaign targeted Indonesian generation Z and younger millennials during the Mudik mass migration, a homecoming tradition coinciding with Ramadan. The campaign utilized a mobile game featuring "Mudik Monsters" to engage users during their journey. By leveraging Digital Turbine's HD Video and Dynamic End Card technology, KitKat created a highly interactive experience that not only entertained users but also drove significant brand awareness, engagement, and purchase intent. The campaign's success was evident in its impressive performance metrics, which consistently exceeded industry benchmarks and resulted in substantial market share growth.

Strategy

Objective

KitKat aimed to inject fun and excitement into the Mudik journey, differentiating itself from competitors' traditional Ramadan messaging while increasing market share in Indonesia's competitive confectionery market.

Context

Following a two-year pandemic-induced hiatus, Indonesia's Mudik mass migration resumed in full force. KitKat, positioned between third and fourth in market leadership, needed to stand out among homegrown brands that dominate the market.

Target Audience

The campaign targeted Indonesian older generation Z and younger millennials, ages 21 to 34. These digital-savvy consumers, with growing spending power and influence, are major drivers of Indonesia's digital economy and have a strong appetite for mobile gaming.

Creative and Media Strategy

KitKat launched a full-funnel, 360-degree campaign that began with awareness-boosting efforts among key opinion leaders (KOLs) and publishers on social media. This was amplified by an adventure-themed mobile game end card featuring the "Five Monsters of Mudik" in the virtual Indonesian countryside, served entirely on rewarded inventory.

Execution/Use of Media

The campaign execution included:

• A 10-second video showcasing KitKat's Mudik-themed chocolate bundles
• An interactive game where users hunt down five Mudik Monsters
• Integration of KitKat's KitKatupat Icon to provide clues and hints
• Mudik-related messages revealed upon catching each monster
• Call-to-action buttons leading to KitKat's Instagram and an ecommerce site

Budget allocation:

• Working media: 57 percent of total campaign budget
• Mobile gamification: 5 percent of total campaign budget

Business Impact

The campaign achieved exceptional results:

• 4.4 million impressions delivered with over 3.8 million completed views
• A 85.31 percent video completion rate (above 77.5 percent benchmark)
• 86.9 percent viewability (20 percent above benchmarks)
• 89,363 clicks with a 2 percent click-through-rate (beating 1 percent benchmark)
• Over 700,000 engagements with an 18.76 percent engagement rate (significantly above 2-5 percent benchmark)
• 94 percent positive response in post-campaign brand lift study (above 73 percent benchmark)
• Six-point increase in total spontaneous brand awareness
• 10 basis points increase in market share month-over-month
• A 2.7 percent increase in market share year-to-date

The KitKat Mudik BreakHunt campaign successfully differentiated the brand in a competitive market dominated by homegrown players. By leveraging mobile gamification, KitKat not only engaged its target audience effectively but also strengthened its brand personality as fun, witty, and innovative. The campaign's success in driving brand awareness, engagement, and market share growth positioned KitKat as a forward-thinking brand capable of creating memorable experiences during a significant cultural event. This approach set a new standard for innovative marketing in Indonesia's confectionery industry, particularly during the Ramadan season.